“Support our community” appears on every outdoor marketing manager’s to-do list. But what does that really mean beyond the clichés? Naturkompaniet, Sweden’s leading outdoor retailer, has a successful model to share.

“Since the government sharply reduced funding for nature maintenance, there have been repeated reports of the deterioration of trails, towers, bridges, shelters, and other infrastructure that supports outdoor life. Now, one company is stepping in with several million kronor to help with the rebuilding.”

That’s how online magazine Natursidan described Naturkompaniet’s annual “Nature Bonus” donation in late September 2025. This was just one of many news stories covering the retailer’s commitment to restoring Sweden’s nature trails.

During the summer, SEK 3M (€3M) were distributed among thirteen hiking trails across the country. The organizations that maintain these trails received support to build new shelters, renovate cabins, and repair walkways and bridges, among other improvements. Similar amounts were distributed the previous year, also aimed at trail restoration.

One percent for nature conservation

“Hiking is close to Naturkompaniet’s heart. Trails are important both for public health and for experiencing Sweden’s incredible nature. Thanks to our loyal customers, we’ve been able to provide funding to trails that need maintenance and upgrades,” says Jennie Holmström, project manager and head of the Nature Bonus program.

Through a simple points system, it’s the customers themselves who help generate the annual contribution. Nearly 500,000 people are members of Naturkompaniet’s customer club. Each year, one percent of the club’s total purchases is donated to Swedish conservation projects.

The model is similar to 1% for the Planet, but with one key difference: Naturkompaniet manages its own application process, selects candidates and recipients, and distributes the grants – on behalf of its members. This approach strengthens the sense of community.

Inspiring participation and accessibility

“The Nature Bonus is an easy way for our members to contribute. We also use it to inspire people to spend more time outdoors and take care of nature,” says Sofie Saberski, Naturkompaniet’s marketing director.

In mid-May, the company organized The Great Nature Hike, aiming primarily to help new hikers discover selected trails. The routes were filmed and photographed to make them more accessible via Google Maps.

Since the program’s launch in 2011, Naturkompaniet has distributed SEK 29M (€2.6M) to numerous Swedish nature, recreation, and environmental organizations. Following its success, the concept has been adopted by sister companies within the Frilufts Retail group, including Norway’s Naturkompaniet, Finland’s Partioaitta, and Germany’s Globetrotter.

Rewarding circular choices

Other parts of Naturkompaniet’s customer club are more traditional – such as in-store events, the 365 customer magazine (Scandinavia’s largest outdoor publication), and loyalty points redeemable for discounts. But in 2025, the company took a new step to accelerate its transition toward more circular business models.

“Our members now also earn bonus points when they use our circular services – by bringing in items for textile recycling, donating to second-hand, renting equipment, or using our in-store repair and care services,” explains Sofie Saberski.

“As part of our 2030 vision work, we’ve set an internal goal: to create the most sustainable customer club in the industry – and make it inspiring and easy for customers to contribute.”

Lead Photo: Jimmy Hansen